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and it's free to all NRHA members.

Small Business Saturday a Big Sales Day for Independent Retailers

December 12, 2012

Small Business Saturday is gaining in consumer awareness as a promotional sales holiday, leading to increased sales for independent retailers across the country, according to a Small Business Saturday Consumer Insights Survey released by the National Federation of Independent Business (NFIB) and American Express.

The survey found consumer awareness of Small Business Saturday jumped to 67 percent from 34 percent two prior to Thanksgiving sales weekend. Of those aware, nearly half (47 percent) shopped on Small Business Saturday.

The increased awareness translated into higher spending. Those U.S. consumers who were aware of Small Business Saturday spent a total of $5.5 billion with independent merchants. Pre-holiday surveys estimated that U.S. consumers would spend $5.3 billion.

“In an uncertain economy, America’s small businesses have remained a beacon—creating good jobs and supporting the families they employ and the communities around them,” NFIB CEO Dan Danner said. “We are very pleased that so many Americans sought to give back by shopping small this Small Business Saturday.”